By

Email List Building Using Opt-In Form

Email List Building Using Opt-In Form

 

The most basic reason to collect email addresses and build an email list is to get an audience, maximize revenue and improve the customer base. By building your email list you are building your new marketing channel. The process takes time, but it is worth an effort.

As a list is built over time, as time passes the list will grow bigger and bigger. The size of the list is important because the larger the list the more chance you have to generate more revenue. But the quality of your leads is also important. Maybe even more important than quantity of names on it, because quality leads are those who buy your products or services and bring profit to you.

The email list should grow over time as your business grows. That way you have the opportunity to build high-quality, highly responsive email list. That list will contain a high percentage of leads that are interested in interacting with you.

If you buy email list (which is not a good thing to do) you will have a large amount of email addresses and quite a few leads. So, the campaign you do will most likely just damage your reputation.

The first place where you will collect email subscribers interested in what you doing is, naturally, your website/blog. If people are visiting your website, they are obviously interested to interact with you. So, every visitor to your website is potential email subscriber and potential quality lead.

 

Opt-In Form

Every page on your website should contain an opt-in form to allow visitors to sign-up and join your email list. Keep your opt-in form above the fold line (the line below which visitor can’t see the content unless uses a scroll).

While adding opt-in form to your pages, decide which option is more suitable for your goals – single opt-in form option or double opt-in form option. In single opt-in form option subscriber doesn’t need to confirm his or her subscription. The email address is instantly added to email list. With double opt-in form option subscriber does have to confirm that email address belong to him or her and that they willingly join your email list. This is done through confirmation email. Please visit “Squeeze Page and Split Testing” for more information.

There are advantages and disadvantages of both opt-in form options. Either option you chose to use, don’t forget to inform your subscribers about your privacy policy and your commitment to keep their information confidential. You can do it with opt-in form or in the confirmation email.

From opt-in form subscribers’ data goes to auto responder where your list is formed and where your email campaign is set on autopilot. The auto responder is software provided to you by mailing service companies. Please visit Resource Page for auto responder platforms I use.

When subscribers join your email list and confirm, they will start receiving emails on a regular basis (as set in your campaign). Some subscribers will not expect that, so to avoid subscribers’ frustrations provide them with information about:

a) How many emails you will send, and
b) How often you will send emails to them.

Providing that, you will set subscribers’ expectations. The frequency of sending is determined by your campaign strategy.

 

Make Your 'Opt-In Form' List Building Efforts Worthwhile

Here I am going to talk about 3 of the most powerful methods to build your organic email list with Opt-In Form. Those 3 methods doesn't cost almost nothing to produce, but they are highly targeted and they increase your credibility. So, let’s move on to what these 3 methods are and how you will benefit from them in your email list building efforts.

 

#1 Write a 'Special Report(s)'

Special reports are a great lead magnet for people to sign up to your email list through opt-in form. When you create a special report go into depth about the topic that your audience is most interested in, or go into depth about the products/services’ features that you sell and explain all the benefits to users. Even if you are affiliated to some producer or merchant, use this method for list building.

Besides list building, special reports will build trust among audience and increase your reputation as an expert or knowledgeable person in your market niche.

Give special reports for free when people sign up through opt-in form. You can also make your special reports ‘brandable’ so that people who get your free report can forward it to others. This way you widen your audience with no effort.

When you make your special report ‘brandable’ your links and contact information will always be inside special report, so, as your report is being passed around the internet, it will always lead people back to your website/blog where they could sign-up on your opt-in form, read more about your products and/or services, or even make purchases.

 

#2 Offer Free E-book

Offering a free e-book for sign-up through opt-in form is another list building method, and brings the same benefits as a special report. The difference is that e-books are larger than special reports and they can include many products and/or services.

In e-book, besides targeting many products and/or services, you can include references page to guide people –

- To useful content that will help them understand and solve their problems,
- To your other affiliate products and/or services,
- To free software and tools that will help them,
- To other useful resources for your market niche.

Reference page is recommended to be placed at the end of e-book.

If you have some history in writing posts, you can assemble your e-book using those posts that are related to one topic. Just remember, when you are putting together e-book, make sure it contains quality information inside.

 

#3 Offer Email Courses

You can also offer email courses to people that sign-up through opt-in form. Just pick up one topic that interest your audience the most and write course. Divide it into sections or chapters, each of which will fit one email. Place the email on auto-responder, assign the sequence of sending and you are done.

Marketers that use this method differ in terms of number of emails per course and sequence of sending them. They divide the course into 7 to 30 emails, and send them from every day to one in every 3 days. Some are sending one email per week.

Email courses are proven to be effective method of list building. Besides, they build trust and increase reputation.

 

References

For more information on email list building and email list maintenance, you can visit “Email List Building” and “Email List Maintenance Methods” guides.

For more information on e-books, please visit:

 

 

Share the post -
Facebooktwitter

By

Why Email List Segmentation Is Important

Why Email List Segmentation Is Important

 

Intro

Email list segmentation is important. Most marketers understand the importance of email marketing campaigns in their overall marketing strategy and practices, but not all of them place enough attention to list segmentation. Segmented lists will improve communication with your audience, and, of course, improve your email marketing campaign.

Therefore, it is really important to develop a mechanism that will make
a distinction between subscribers according to their interests, and then tailor the content of emails to satisfy needs of each segment individually. Email communications should be segmented in order to have successful email marketing campaigns.

Each type of customer has different interests, problems and needs, so they need to be treated differently. Even if you sell one product or service, same email campaign can't fit each customer type. Instead of sending the same message to all customer types, you better send targeted messages to each type that address their interests, problems and needs. That is much more effective. That’s why list segmentation is important.

If you already didn’t determined difference in the interest of your subscribers, now is a good time to do it. Once you figure out the method to use to differentiate your subscribers by interest, problems and needs they have, the process of segmentation will become an easier task.

I don’t know how big your subscribers’ database is, but when you identify just a few general groups, you made a good start in segmentation. Those few general groups may later be split into smaller, more targeted groups, but leave that for later, after you make some progress with general groups. As further you go with segmentation, your email campaigns will become more effective.

 

Why Email List Segmentation Is Important - Email List Segmentation Will Improve Your ReputationEmail List Segmentation Will Improve Your Reputation

As you go on reading this post and thinking about benefits of list segmentation and how segmentation is important, you realize that targeted emails sent to your segmented audience will engage them more. They will engage them more because the audience will get the exact information they need. As you can see, all the signs indicate that segmented email is the much better way to go then general email.

If you are starting with segmentation now, it will not happen on your first campaign, but after some time, your audience will realize that you are consistent and that every time when they receive an email from you is worth opening and reading, because they will know that you send them information that interest them.

Your open rates and click through rates will increase, you will experience lower unsubscribe rates, and your sales conversion rates will increase too. Besides other benefits, you will establish a reputation, among your audience, as a worthy source of useful information, and they will look forward to receive your next email.

 

Why Email List Segmentation Is Important - What Segmentation Means and How to Do ItWhat Segmentation Means and How to Do It

The main contact list contains all of your subscribers in one place regardless of their interests, intention and the information on their reason to be on your list. So, at the basic level, segmentation means breaking up your contact list into smaller segments according to certain characteristics of the subscriber. These segments can be formed using one or more of those characteristics, such as:

  • Demographics,
  • Organization type,
  • Market niche,
  • Job function,
  • Age,
  • Gender,
  • Education level,
  • Content topic,
  • Content format (e-book, article, video, podcast, etc.),
  • Page views,
  • Lead magnet (e-book, free report, etc. downloaded)
  • Past purchases,
  • Purchase interest,
  • Buying frequency,
  • Stage in the sales cycle,
  • Call-to-action clicks, etc.

The contact data that you have in your contacts database is the information that your subscribers shared with you, either through opt-in form, or through survey. The most important data that you need for segmentation is about their interests, the pages they frequently visited on your website/blog, past downloads they made from your website/blog, habits, buying behavior, and call-to-action clicks, because with that data you know exactly what they are interested in.

Use marketing intelligence based on those data and your segmentation will be effective, and when you start separated email marketing campaigns you maximize the likelihood that your segmented subscribers will get engaged.

If you don’t have enough data to segment your list effectively, offer your subscribers a simple survey. With a survey you can collect vital data needed. Keep the survey simple and prepare a free gift to reward them for filling the survey.

 

Why Email List Segmentation Is Important - Simplified Example Why You Should Do List SegmentationSimplified Example Why You Should Do List Segmentation

Not all subscribers have the same interest, and they are not with the same purchase status. Subscribers who already purchased something from you have to be separated from those who didn’t yet decide to purchase.

This is simplified example why you should do list segmentation, but this method is important for various reasons. Besides, those two mentioned groups do not suppose to receive same content on an email. You can’t send offering email to subscribers who already bought that product.

Let say your email list has 1000 active subscribers. 250 of these subscribers are active buyers while the remaining 750 haven’t yet decided to purchase. List segmentation insures sending one email to those who have purchased and a different email to those who have never purchased.

An email to the 250 subscribers may include sales offer or discounts on similar products. The email to the 750 subscribers may include free coupons that encourage them to make purchases from you.

When developing targeted campaigns, it is necessary to take into account some factors to avoid sending wrong offers or wrong information to people. You have to provide relevant information to each group of subscribers.

So, while customizing your email marketing campaigns, take into consideration –

- Purchase behavior (frequency of buying, previous purchases, purchase cycles, etc.), and
- Demographic data (geographic location, gender, age, level of seniority, etc.)

The more detailed you segment your subscribers, the better response you will have from them. Segment your lists effectively and you will see the impact they will have on your business. This is another example why email list segmentation is important.

 

Why Email List Segmentation Is Important - Segment for More ConversionSegment for More Conversion

It doesn’t matter if you are emailing your subscribers compelling content, you will not get increased open rates as long as they are ignoring your emails. There are many reasons for that, but one reason is more than obvious – they don’t know what is inside the email (means – bad subject lines).

Tailor your subject lines very carefully for each group of subscribers. Your subscribers expect to receive emails that are relevant to their interests.

Email list segmentation will help you to determine which content is wanted by different subscribers. With subject lines done properly, your open rates will increase, therefore, the rate of conversion will increase (purchases will increase).

When incorporating list segmentation in email marketing campaign, it’s useful to develop a list of ideas on how to communicate with different segments. Then, select a smaller group of subscribers and test that group by sending them emails with different ideas from your list. Then observe their response and evaluate performance of each idea. Compare the rate of email opens and click-thoughts, and in your campaign use the idea that performed best.

 

Why Email List Segmentation Is Important - Convert Your Customers into affiliatesConvert Your Customers into Affiliates

Further on the line, the focus should be on converting leads into customers. Once they buy your product or service, work towards converting them to promoters (affiliates) for the purpose of growing your and their businesses.

Satisfied customers will share information about your business to others. This way, more people will get interested in getting information about your products or services. They will connect with your circle of subscribers and will soon join your mailing list.

You see, through email segmentation, you can turn your subscribers into customers, and then customers into affiliates more effectively. You see how segmentation is important?

 

Why Email List Segmentation Is Important - What to Do and What Not to DoWhat to Do and What Not to Do

If your list is not much active and your email open rate is low, don’t get discouraged. Work on segmentation and it will improve.

Some people, even with lists of 500 subscribers, just throw away the whole list and start all over again if their lists don’t work as they expected. This is totally wrong, and you should never do this. You invested your time and effort in that list, so you need to see what’s wrong you are doing and correct it. Besides, those subscribers come voluntarily on your list, so they are interested in what you are doing.

Even, when you have subscribers that didn’t open your email for more than a year, put them in a separate segment and try to engage them by asking what they would like to see in their inbox. If they don’t answer that email, then you might start thinking of removing them from the list.

If you have subscribers that are pretty much engaged, means they open your emails on a regular basis, but never buy, send them interesting content that they can share with their social networks.

Furthermore, separate subscribers with different levels of engagement and adjust the frequency of emails sent, to decrease unsubscribe rates and to increase engagement.

If your subscriber is highly engaged, decrease frequency of sending your emails to them, and if your subscriber is less engaged, increase frequency of sending your emails to them. This is yet another example why email list segmentation is important.

 

Remember

List segmentation is important. The goal of email list segmentation is not to generate leads, it’s to generate customers. Sending relevant content to the right audience is the recipe for online marketing success. It will move your leads through the sales funnel and make new customers.

 

Why Email List Segmentation Is Important - Important NotesImportant Notes

Let’s be clear on something. Email list segmentation is important, but is not an easy task, but when mastered and done properly brings great results. The big number of online marketers is complaining about the fact that they need to improve their email database segmentation process.

When talking about sales and conversion, figuring out what triggers buying impulses of your customers in various stages of the sales cycle is not an easy task. When you are at this stage, you need sophisticated email marketing tools to help you actually do segmentation.

Nowadays, segmentation is one of the first things on to do list among marketers that really do understand the importance of it. Marketers who take advantage of it and do it properly are getting better click-through rates, higher sales conversion rates, better email deliverability, and bigger smile on their faces.

For more information about email list building, please visit “Email List Building” guide, and for more on email list maintenance please visit “Email List Maintenance Methods” guide.

Now you know why email list segmentation is important, so take your time and do it. Please share your experience in segmentation with us below!

 

Share the post -
Facebooktwitter

By

8 Email Marketing Practices to Generate More Leads

8 Email Marketing Practices to Generate More Leads
E-mail marketing is considered to be the most conventional tool in marketing, especially in online marketing. It is certainly one of the most effective ways for any entrepreneur or business to get prospects’ attention. Those 8 email marketing practices that we discuss in this section will help you generate more leads for your product, service or business.

Email marketing concept, issues related to it, conditions necessary to have to make it work, tools needed to make it effective, etc. you can find in “Email Marketing” section.

Here we present tips that will help you increase your email marketing effectiveness. The key is in how you use email marketing.

 

Increase Open Rates

The email subject line will help you to increase open rates if done properly. Subject lines should be descriptive, directly related to the email content and provide the email recipient with a reason to open the email.

You need to give a reason to email recipient to open your email, so state the benefit, in the subject line, that they will obtain from reading your email. This will increase your open rates. Don’t ever forget that your email subject line should always be directly related to your email content.

The subject lines that create some sense of importance or urgency are also used for more effectiveness. Just don’t use aggressive lines and loud punctuation like multiple exclamation points or all caps, it will trigger spam filters.

 

Limit the Number of Fonts

When creating email, do not use many different fonts and font sizes. Make it two, at the most three fonts, or font sizes. You want an email reader to be focused on your message, not distracted.

If you use too many fonts and font sizes in one email, the reader could get confused and lose focus. Besides, your content will not look organized.

Use different font or font size on places in content where you want to point the reader’s attention. Keep the rest of the content in the same style.

 

Make Call-To-Action Visible

Your call-to-action has to be visible so that readers can respond to it. I would say it should be visible even from the opening of the email. Here is why.

If your content is not interesting enough to your reader, he or she will not scroll down the email. So it is important to place your call-to-action above the fold. They might respond to it.

If you place your first call-to-action below the fold, statistically only 30% of your readers will see it.

There are many discussions about where to place call-to-action, but from my experience I would suggest to do it 3 times in email if the email is around 300 characters.

First call-to-action put above the fold, second place somewhere in the middle, and the third place on the bottom, somewhere above greeting.

 

Optimal Width for Email

If your email width doesn’t fit the screen, readers will quickly lose interest. In this situation, they will have to scroll horizontally just to read your message, and that is not good. It makes your email hard to read, because they have to scroll back left to see the start of the next row.

You have to make sure that this doesn’t happen. You can quickly lose your readers’ interest in your product, service or business. Only scrolling that is going to be on your emails should be the vertical one – naturally.

Email clients don’t use the full width of the screen to display an email message. They mostly have navigation or a menu on left or right sidebar, so the email message has limited space on a screen.

There are many discussions about this too, but many agree that the optimal width should be up to 600 pixels. When considering the line length of the text, I recommend that you stay within a range of 45-65 characters per line.

Many major auto responder platforms have built in email responsive design, so your email will be mobile-friendly. That means that your email will be adjusted for different types of mobile devices.

 

Email Theme

Make sure that the theme of your emails in HTML format looks like the page on which subscribers opted in, because they will remember and recognize from whom email come.

People tend to be less skeptical and more trusting if they see something familiar to them.

Also good thing to do is to include your logo in the header, preferably in the upper left side. Many studies suggest that readers (not just email readers, but also visitors to the website) tend to first look at upper left corner.

 

Test Your Emails before Campaign

Try to test your emails before the campaign. Send them to your trusted friends and close associates to get feedback. You can only benefit from honest opinion. Hear what they have to say and what they think.

Make a short survey and ask all questions that are important to you regarding campaign emails. Those questions should include a) email transparency, b) compactness of content, c) readability of content, d) visibility of call-to-action, etc.

Based on that feedback, you can evaluate if anything has to be changed or adjusted before mass mailing.

 

Opt-Ins

It is widely used practice to offer something to visitors when they opt-in. As you know, it is usually an e-book or free report. We call it lead magnet. This presents a gift for becoming a subscriber. If you still don’t have one, it is time to make one. You can visit some of my earlier posts to read more about 1) how to create your own digital product, 2) how to use e-books for promotion and marketing, 3) how to make your e-book user friendly, etc.

Here I will not talk about opt-in form, but about opt-in options.

Debate is always on which option to use – single opt-in or double opt-in. As you know, single opt-in doesn’t need confirmation, and subscriber starts receiving emails immediately from your auto responder. But, in double opt-in case, subscriber need to confirm his/her identity before any email was sent their way from auto responder.

Double opt-in option is safer for both sides, and brings less confusion. I wrote about it in “Squeeze Page and Split Testing” post, under “Email Subscriptions and Auto Responder Service Providers” subheading.

 

Use Tracking Tools

Tracking software/tools are very useful to check open rates and click through rates of your emails. This way you will know how many people opened your emails and how many clicks on links within your emails.

This tool will also help you find out which of your landing pages are performing better. I wrote about it in “Squeeze Page and Split Testing” post, under “Split Testing” subheading.

 

Share the post -
Facebooktwitter